Recently, we had the privilege of hosting a webinar featuring industry experts John Gussiff and Nick Bond, who delved into the nuances of CX metrics, particularly challenging the traditional notion of Net Promoter Score. They explored more actionable methods focusing on customer desires and purchase behavior, and demonstrated these methods through a compelling case study on the airline industry. Let’s dive into the recap.
The Limitations of NPS
During the webinar, we addressed some fundamental challenges associated with Net Promoter Score as a metric for gauging customer satisfaction. NPS, while widely used, often leaves companies grappling with two key issues. → Check out “The 7 Deadly Sins of NPS”.
We explored the limitations of NPS, noting that its single numerical value lacks the granularity required to offer actionable insights. This deficiency becomes apparent as NPS fails to inherently guide organizations on the specific actions needed to enhance customer experience. Moreover, many companies face challenges in identifying the precise factors influencing NPS scores across the diverse array of customer touch points.
Insights from Behavioral Science
We also discussed how behavioral science illuminates outcomes, both emotional and rational, paving the way for a more nuanced understanding of customer satisfaction. We emphasized shifting focus from merely asking customers to justify scores to actively listening to their feedback, thus uncovering pivotal “moments that matter.” Understanding the emotional underpinnings of customer decisions is paramount, as 95% of purchase decisions stem from subconscious emotional states. This realization underscores the need to delve into human desires and emotions to truly comprehend customer behavior and drive meaningful outcomes.
Case Study: Analyzing the Global Airline Industry
All of this came to life in an intriguing case study focusing on the global airline industry. We started by conducting a thorough examination of NPS across various airlines, revealing a wide range of scores. This prompted us to look closely into the emotional and rational factors that influence customer perceptions within the airline industry.
Industry Benchmarking
Our study commenced with a look at the broad spectrum of NPS scores, spanning from negative figures to exceptionally high ones. Recognizing that NPS alone does not reveal the underlying drivers shaping these scores, we explored further into the emotional and rational desires influencing customer perceptions.
To achieve this, we utilized a unique method called “chain of thought prompt engineering.” Through this approach, we posed several key questions to OpenAI’s large language model. Our inquiries focused on how airlines benchmarked across 16 desires encompassing both emotional and rational dimensions. Additionally, we investigated why some airlines excelled in areas such as brand authenticity and predictability, while others lagged behind. This analysis uncovered strategic approaches employed by leading airlines, shedding light on tactics for enhancing customer experiences.
Insights and Implications
The findings from our case study extend beyond the airline industry, offering valuable lessons applicable to diverse sectors. While LLMs provide rich insights, understanding customer priorities quantifiably remains a challenge without the right framework. Our study underscores the importance of aligning business strategies with customer desires, driving superior experiences and competitive advantage.
Empowering Data-Driven Decisions
It’s clear that redefining customer experience metrics is essential for driving growth and establishing a competitive advantage. From challenging the conventional wisdom of Net Promoter Score to exploring the complexities of customer desires and behaviors, our webinar has provided actionable insights to drive meaningful outcomes.
To dive deeper into these insights and uncover strategies to elevate your customer experience initiatives, download a copy of our Airline CX Analysis. Access valuable findings and practical recommendations from our discussion to help your organization stay ahead in delivering exceptional customer experiences.
